cecile calmes - portfolio
TRANSCRIPT
Portofolio 2015
Career Path
CéCile Calmès CHiCaGO, UNiTeD sTaTes
mOBile ReaDY TO TRaVel
NORTHeRN eXPOsURe PROJeCT BlOG
POSITION MARKETING COORDINATOR
PROfESSIONAl AREA
maRkeTiNG aND COmmUNiCaTiONs iNDUsTRY
CReaTiVe / DesiGN CaTeGORY
DiGiTal sTRaTeGY seCTOR
sTaTUs OPeN TO OFFeRs
HOBBies
TRaVel eleCTRONiC HOBBies
mUsiC
iDeNTiTY
JOB-RelaTeD
skills
sPORTiNTeRNsHiPaCHieVemeNT
Case Study - #FirstNation crisis management (Twitter)
February 25, 2015Maria Morrison, a Transat customer posts a photo on all Transat Social Media platforms suggesting that Transat in-flight activity books for children were a racist portrayal of Canada’s First Nation and demands that all printed material be removed from Transat airplanes. Quickly, the post gains traction.
February 25, 2015 The Air Transat Social Media team holds an emergency meeting to determine our response strategy. Together, we decide to acknowledge the post, offer a standard reply and track our customer’s reactions. We expect that our reply will attract attention but can’t gauge the amount.
February 25, 2015 On Twitter, we respond: @firstnationbook Sorry to read it offended you. I will forward your comments to the appropriate teams. Thanks.
Case Study - #FirstNation crisis management (Twitter)
February 25 - February 28, 2015Our response attracts attention across Twitter and reactions begin to go viral over an increasingly wider network.
February 25 - February 28, 2015 More serious and deliberate meetings are held between the PR and Social Media teams to find the best attitude and message to consistently use throughout our brand’s response.
Our decisions are motivated primarily by diffusing anger. We opted to consult First Nation representatives to seek their opinions and released a statement sharing this news.
Case Study - #FirstNation crisis management (Twitter)
February 27, 2015Maria Morrison shares her story with Canada’s national broadcasting network, CBC. The story adds momentum to the growing reactions on Twitter and Facebook.
February 27-28, 2015 After releasing our statement, we decided to no longer respond to complaints and inquires on Twitter. We felt that after several days, our responses only reignited the issue.
Case Study - #FirstNation crisis management (Twitter)
Case Study - #FirstNation crisis management (Facebook)
February 27, 2015It was critical to maintain a consistent strategy throughout our team and communicate effectively. Each day, we had internal discussions to track our customer’s responses.
Case Study - #FirstNation crisis management (Facebook)
February 25 - March 11, 2015Throughout the crisis, we prioritized responding to individual customers on our Facebook page, which changes more slowly than Twitter. We used the platform to explain our strategy and actions to regain our customers’ trust. Speaking to First Nation representatives effectively diffused the crisis.
Case Study - #FirstNation crisis management (Facebook)
March 10, 2015In the end, the children’s activity books were not removed. After 15 days, the issue calmed down and did not have a lasting impact on sales. The crisis allowed us to engage with some customers and try to show them we are opened to talk when they notice an issue. In order to build loyalty, we try to communicate more closely with our community and to give them the best honest answer.
Case Study - #FirstNation crisis management (Facebook)
• My passions lie at the intersection of commerce and emerging technology and in creating meaningful, integrated experiences between people and brands.
• I am an avid traveler, with dreams of circling the globe to better understand the world and to learn how new media and technologies are perceived from country to country.
• In my writing, photography and social media, I view the world with a sense of compassion, curiosity and a creative eye. I am a scientific storyteller. I share my thoughts on technology, and my world view through my blog: Northern Exposure Project.
[email protected] + 1 (514) 572-5229
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